November 21, 2001, 12:00 AM

With no marketing, customers come to La-Z-Boy.com to design furniture

Since La-Z-Boy implemented a web-based design-your-own-furniture system Aug. 1, customers have created 800 custom pieces of furniture on the web, Intellitek, developer of the technology, tells Internetretailer.com.

 

Since La-Z-Boy implemented a web-based design-your-own-furniture system Aug. 1, customers have created 800 custom pieces of furniture on the web and closed 75% of the sales involving the creations at an average ticket of $1,100, Intellitek, developer of the technology, tells Iternetretailer.com. That level has been achieved with no marketing of the service, David DeGeorge, Intellitek vice president of sales and marketing, says.

With a successful implementation at La-Z-Boy, Intellitek is getting ready to roll out a similar system with FlexSteel next week, DeGeorge says, and has a deal with Broyhill to create such a system.

The Intellitek program allows users to match fabrics with frames. It takes to the web a program that Intellitek developed for La-Z-Boy to match fabrics and frames on in-store kiosks.

Once they’ve selected a combination, web shoppers can store the creation in the My Gallery section of LaZBoy.com or e-mail it to friends. They also may use a store locator to find a local store and e-mail the combination to the store. They must go to the store to complete the sale.

It is up to each store to act on the communication from the customer. To ensure that stores act on the customers’ messages, Intellitek is developing a system whereby the next level of management is notified if a local store fails to retrieve a customer message and so on up the line if the store continues to fail to act on the message, DeGeorge says. The sales rep in the store and the customer view the customer’s creation on the in-store kiosk before placing the order.

 

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